Masterfoods has said that it is reviewing its corporate branding strategy because of ongoing confusion over the company’s identity.
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Upon conclusion of this review, the company will publish its results and determine what action, if any, will be taken to create a distinctive corporate identity, a representative for Masterfoods told just-food today (7 June).
Masterfoods was created when Mars Confectionary merged with Pedigree Masterfoods in January 2002. The company operates in three core sectors – confectionary, savoury meals and pet care. It owns major brands in each category, such as Mars and Snickers in confectionary, Uncle Ben’s and Dolmio in savoury meals and Whiskers and Pedigree in pet food.
By creating an umbrella corporate identity it was thought that the diverse businesses would be united, maximising selling opportunities. However, it seems that this strategy has experienced limited success.
With continued confusion from retailers and consumers regarding the relationship between Pedigree Masterfoods and Mars, the company said that it is “in the early stages of reviewing its corporate branding strategy”.
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By GlobalData
